The data that follows was collected and analyzed by Victor Amin of SendGrid’s Big Data team and summarized by Jacob Hansen from the Delivery team. When marketers are deciding what criteria they should use to measure the health or potential deliverability success of their email address list, we know that it is hard to narrow down that decision to just one or two indicators. Even a handful of known indicators would be nice. But, we see that there are numerous factors to consider at all times. One main factor we have seen recently as a great indicator of list health is the presence of “role addresses.” They may indicate poor list acquisition practices or poor list management practices. Either way, one of our SendGrid data scientists, Victor Amin, was able to prove that they do have a negative impact on email delivery. His findings are shared below. What Role Addresses Are Role addresses are email addresses that typically define a responsibility rather than a person. Therefore, they are unlikely to give their consent to receive marketing emails. Role addresses can fall into a few subcategories: “Broadcast” addresses: Emails to these addresses go to many people at once.(examples: support@ or all@) “Position” addresses: These addresses might go to an individual, but the individual is not the owner of the address and the human recipient can likely change. (examples: admin@ or ceo@) “Service” addresses: Service addresses are used as an interface to a program or service. Unwanted emails to them can actually incur a significant cost to the operator. For instance, this could be a service address that faxes anything emailed to it long distance. (examples: ftp@ and uucp@) “Test” addresses: These addresses are generally not published and are reserved for internal testing. (examples: test@ or asdf@) “Compliance” addresses: Compliance addresses are designed to identify bad senders. (examples: spam@ or abuse@) Impact On Delivery and Reputation Having role addresses on newsletter lists is considered a bad practice in general. But, there hasn’t been much data available to back up that claim. We recently developed an empirical method to find role addresses and review their effect on deliverability. We quantified the effects of role addresses on bounces, unsubscribes, spam reports, delivery, and engagement. What we found bolsters the claim that role addresses on a list have a negative effect: even a single role address on a newsletter list is associated with more bounces, more unsubscribes, and decreased delivery and engagement rates. The plot below shows the median delivery rate (blue line), along with the 75th and 25th percentile delivery rates (light blue area) with respect to the number of role addresses. As suspected, a higher count of role addresses is correlated with lower delivery rates. And, while it may seem that the drop from 100% to 98% isn’t that drastic, remember that this is data pulled from 580,087 newsletters sent through SendGrid and 514,920,776 individual emails. This additional graph below shows the results from when we reviewed the presence of role addresses within all email messages compared to their larger presence in “Bounce” and “Unsubscribe” groups. We found that role addresses account for about 0.49% of all newsletter send requests. However, they account for 1.3% of unsubscribes and 1.6% of bounces (2.7x and 3.3x greater than the baseline send rate). Creating Your Role Address List to Check Against It’s often unclear what counts as a role address—different sources have different lists. And, no two role address lists are the same. Within SendGrid’s research method, we found 91 previously unreported role addresses. These were mostly foreign language role addresses. When combined with SendGrid’s current list, that gives us a comprehensive list of 251 role addresses. We recommend validating your own list against our new comprehensive list of role addresses listed below. Remember that the presence of these role addresses are most likely an indicator of a larger list acquisition or list hygiene issue that is worth exploring deeper. But, it is definitely a good starting point. SendGrid’s Full Role Address List: 123 contacto geral merchant ripe-abuse aaa contactus gerencia myplex root abc contato gm namecheap rrhh abuse crew head news rsvp accounting cs head.office no sac accounts customercare headoffice no-reply sale adm customerservice headteacher noc sales admin customersupport hello noemail school administracion custserv help noreply schooloffice administration data helpdesk null secretaria administrativo database hi office secretary administrator design hola officeadmin security admisiones dev home online server admissions devnull homes operations service advisor devops hostmaster ops services all digsitesvalue hr order shop amministrazione direccion hr.dept orders shopping arin direction human_resources pastor smile arin-abuse directo ifttt paypal social asd director info per socialmedia asdasd directors information phish soporte asdf diretoria informativo phishing spam ask dns innkeeper plex staff atendimento domain inoc plex.tv stay available download investorrelations post studio billing editor ispfeedback postbox subscribe booking editorial ispsupport postmaster superintendent bookings editors it pr suporte broker email itsupport president support bursar engenharia job prime survey busdev enq jobs principa sysadmin business enquire junk privacy systems butik enquiries kontakt purchase team care envio lifesum purchasing tech careers events list recepcion techops central everyone list-request reception test ceo exec listmanager recruit theoffice chartering executive listproc recruiting travel church executives listserv reg undisclosed-recipients co-op expert mail registrar unsubscribe comercial experts mailbox reklama usenet commerciale export maildaemon remove users community facebook majordomo request uucp compete fbl management reserva vendas compliance feedback manager reservas ventas compras finance marketing reservation web consultant financeiro master reservations webmaster contabilidad frontdesk md response welcome contact ftp media resumes www contact-us general memberservices rh zakaz For more from Victor and the Big Data team, check out their recent study on email engagement and subject lines and for more delivery tips from Jacob, read his latest blog posts.